Ben Shaw-Ching Liu
Assistant Professor of Business Administration

Department of Business Administration, College of Business

Degrees | Positions | Publications | Honors | Academic Service | Teaching/Research
Ph.D. Marketing, S.U.N.Y. at Buffalo, 1991
Professional Managers' Program, Tunghai University, 1984
B. Sc. & Eng., National Cheng Kung University, 1977.
Positions Held

At the University of Illinois since 1991.

Recent Publications
"The Role of Mood in Price Promotions," with C. K. Hsu, Pricing Strategy and Practice: An International Journal (forthcoming). "The role of Mood in Price Promotions," with C. K. Hsu, 1997 American Marketing Association summer Educators' Conference Proceedings (August 1997). "The Role of Loyalty and Satisfaction in a Channel Relationship: A Balance Theory Perspective," with T. G. Costello and J. M. Phillips, 1997 American Marketing Association Summer Educators' Conference Proceedings (August 1997). "Situational Risk in Organizational Buying: A Basis for Adaptive Selling," with Michele D. Bunn, Journal of Industrial Marketing Management (September 1996). "A Friend is Always a Friend Even when Money is the Issue: Differences between Taiwanese and Americans in Negotiations," with J. Yu an W-K. Li in Cross-Cultural Negotiations and Conflict Perceptions, D. Strutton, L. E. Pelton, and S. Shipp, eds., in Advances in Marketing (March 1996). "Concession Behavior at the Initial versus Final Stages of Negotiation," with W-K. Li, American Marketing Association Winter Educator's Conference Proceedings (February 1996). "Successful Negotiations: The Foundation for the Future," in New Industries in Strategic Alliances in Agriculture: Concepts and Cases, Steve T. Sonka, ed. (Champaign, IL: Stipes Publishing, 1995). "An Attribute Level Process Model of Service Quality with Feedback," with D. Sudharshan, in American Chines Management Educators' Conference Proceedings (August 1995).
Honors and Awards
Listed in Who's Who Among Asian Americans, 1994; Thomas Edison's Award to Scientific Study, 1992.
Teaching and Research
Teaches marketing courses in management and interorganizational marketing. Research focuses on the application of economic and social-psychological theory to industrial marketing problems, for example, the application of bargaining theory to both industrial buyer-seller interaction and inter-channel member negotiations, and competition theory as it applies to industrial market competition. Consultant to General Instrument Microelectronics Taiwan Ltd., Teamwood Corp./Kenphone Electronics Ltd., ATW Inc.

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